The influence of customer-to-customer interactions and role typology on customer reaction

Cedric Hsi-Jui Wu

The Service Industries Journal, 2008, vol. 28, issue 10, 1501-1513

Abstract: The service encounter is an important topic in service management. Although researchers have argued that customer-to-customer interactions may affect customers' evaluation of the service experience in service encounter contexts, the impact of customer-to-customer interaction on customer reaction has not been sufficiently studied. Consequently, the objective of this research is to investigate the relationship between customer-to-customer interactions, role typology and customer reaction. This research adopted questionnaires to investigate tourists traveling to foreign areas and concluded that the perception of customer-to-customer interaction incidents could be extracted into six factors. ‘Protocol and sociability incidents’ have a significant positive impact on customer satisfaction; ‘malcontent incidents’ have a negative impact; ‘crude incidents’ and ‘malcontent incidents’ have significant negative impact on customer loyalty; and finally, the customer's role typology moderates the relationship between ‘protocol and sociability incidents’ and customer satisfaction.

Date: 2008
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Citations: View citations in EconPapers (9)

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DOI: 10.1080/02642060802250310

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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